U.S. researchers who used virtual reality technology to simulate a taste-test of peanut butter found that participants were not only swayed by the “all-natural” label, they were even more affected by a server emphasizing the label. The findings indicate the persuasive power of the label and the potential for its abuse. Two groups of participants tested two identical products, one of which was labeled “all-natural.” Both groups said the all-natural product was higher quality and more nutritious. But in one group, a server also stressed the all-natural ingredients of one product. An average of eight percent more in this group said they’d pay a higher price for it. The researchers said the findings provide evidence to the FDA that “the term natural be regulated so as to minimize consumer and manufacturer confusion.”